Effect of customer groups based dynamic pricing on customer perception: An application in retail sector in Turkey

The purpose of the research is to reveal the effects of dynamic pricing based on customer groups on customer perception. This study examined the effects of dynamic pricing strategy on customer perceptions, which aims to offer customers the most affordable prices and means dynamically changing sales prices. The presence of a limited number of studies in the literature about research is the unique side of this research. Dynamic pricing, the perceived price fairness, and the direct effects of perceived quality on customer satisfaction and the relationships between them have been examined throughout the research. Within the scope of this research, In the first three months of 2020, data were obtained from 224 people through surveys. SSPS programme was used to analyze the collected data. As a result of a series of preliminary analyses, dynamic pricing, perceived quality, and perceived price fairness have positively affected customer satisfaction was observed. Along with the practical applications of the research, recommendations for future research were also discussed in the study.